How Many Likes?

The aim of this study was to measure the influence Electronic Word Mouth (eWOM), Social Return (SR) and Symbolic Image (SI) on intention visit a conspicuous tourist destination. research had quantitative approach; thus, data were collected through an online survey analysis realized by multiple linear regression. results revealed that eWOM SI have no These findings are not in line with most academic researches, but may be associated degree intangibility tourism activity subjectivity individual consumer experience. SR demonstrated positive Such result is congruent reinforces obtained previous researches behavior. main contribution consists confirming social media destination, search visibility, distinction prestige. Travel has become tool for displaying status.